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Mystery Tackle Box

When thousands of fishermen open their monthly shipment from Mystery Tackle Box, there’s usually an assortment of soft plastic lures included. The contents of each package may be a highly anticipated surprise, but they often include a call to action that is very clear – Pitch It!

“We’re helping to get soft plastics in the hands of fishermen. It’s only right that we do our part to make sure they remain used as bait, not left as litter,” said Mystery Tackle Box co-founder Ross Gordon.

The monthly subscription service introduces both beginner and expert anglers to new fishing lures and tackle. Each shipment contains an assortment of lures with information on how to use them. This month, they’re promoting KeepAmericaFishing’s national Pitch It campaign [link to site] and how to properly dispose of soft plastic lures once they’ve been worn out.

“Mystery Tackle Box is making a direct connection from their business to their customers on one of our industry’s truly important issues,” said KeepAmericaFishing director Liz Ogilvie. “This type of user-experience awareness is critical to keeping our waterways litter-free.”